Ad Research by the Bingers

7/25/2019 Ad Research by the Bingers

1/32

Running Head: Do Millennials Actually Watch YouTube Ads?

Do Millennials Actually Watch YouTube Ads?: A Study on how Millennials are

Responding to Advertisements on YouTube

Camila Portillo, Kristen Peebles, Riley Cutler,

Dylan Maxwell, Christina Yi, Matt Brooks, Amanda Camejo


2/32

Do Millennials Actually Watch YouTube Ads? 1

Abstract

This study investigated if millennials responded - either by recall, attitude, or purchase intention

- toward advertisements on YouTube videos. Results showed that most respondents rarely recall

the brand in the advertisement, therefore attitudes toward the brand arent affected. There was a

common consensus that YouTube advertisements didnt affect purchase intentions. Moreover,

the study showed that viewers have stronger attitudes towards the commercial interrupting their

content, rather than attitude towards the ad content.

Introduction

In order to understand millennials and their interactions with advertising, researchers

have determined the generations media consumption habits. Millennials consist of adults ages

18-34 and are notorious for being technologically savvy. This generation is familiar with most

digital, online or mobile mediums (Statista). According to eMarketer, millennials are the most

active video viewers of any age group in the United States. The online research hub predicts

there will be an overwhelming 78 million millennial digital video viewers in 2016, representing

more than 92% of all U.S. millennial Internet users (eMarketer). Although videos were originally

understood as entertainment media, millennials have now transformed them into an opportunity

for socializing as well ( Botterill, Bredin & Dun, 2015 ).

Along with digital media, millennials have a tendency to be early adopters of new

technology. The young age group uses new technology, such as interactive apps, social media

and video streaming to sequence and compress activities across multiple platforms ( Botterill,

Bredin & Dun, 2015 ). The overall change in generational media habits has shifted the focus of

advertising from traditional media habits to other integrated marketing communication tactics.An increasing number of advertisements have been featured through advergaming, product

placement and Internet advertising to reach younger consumers (Tanyel, Stuart, & Griffin, 2013 ).

Advertising specialists have capitalized on the online activity of millennials by presenting

Internet advertisements across the web. More specifically, advertisers use streamed videos as

hosts for advertisements, similar to advertisements featured on television.

With the recent shift and changes of technology habits, not much information has been

gathered yet about Millennials response to online advertisements, especially those featured on

YouTube. Therefore, conclusions have been drawn from research that was conducted to track a

consumers emotional response while watching a television ad. The results were collectedelectronically and provided continuous reports of the consumers level of positive or negative

affects while watching an ad. With this, researchers and practitioners have drawn many insights

into advertising effectiveness from consumers moment-to-moment affective responses to

advertising. For example, the final moment and overall trend of affecting me are more

predictive of a consumers retrospective advertisement evaluations than the sum or average of all

moments (Baumgartner, Sujan and Padgett, 1997). The peak is the highest level of affect


3/32


consumers experience on average while watching an advertisement. The final moment is the

level of affect consumers experience on average during the last second of the advertisement.

Another interesting insight of the effectiveness relates to the relationship between

moment-to-moment evaluations of surprise and humor in television advertising. In ads, average

peak of moment-to-moment surprise is higher than the peak of moment-to-moment humor,

generating the highest average ratings (Woltman Elpers, Mukherjee, and Hoyer, 2004). In

addition to that, the viewers will experience the highest evaluations of humor when the peak of

average moment-to-moment surprise occurs later in the advertisement (Woltman Elpers et al.,

2004).

Prior research also shows that a well-developed storyline, with unexpected twists draw

consumers in more and grabs their attention better. It also generates more positive advertisement

and brand evaluations (Escalas, Moore, and Britton, 2004). Past findings also demonstrated that

ads that incorporate a random moment that was surprising to consumers created some of the

highest levels of humor (Woltman Elpers et al.,2004). Lastly, past research suggested that the

level of affect consumers experienced at the conclusion of an ad had a strong influence on

advertisement and brand evaluations. Moment-to-moment research on appeal and humor showed

that peak and final moment were highly predictive of advertisement and brand evaluations, and

advertisers should try to make peak level of affect occur as late as advertisements as possible

(Baumgartner et al.,1997 Woltman Elpers et al., 2004).

Marketers know that young people have a substantial disposable incomes, but they are a

hard-to-reach demographic because they dont read newspapers, listen to radio, and watch TV as

much as their parents do. Not to mention, they are a stubborn demographic because those that do

watch TV use technologies to edit out ads, like ad blockers or Netflix/Hulu.

YouTube has become one of the largest sources of information and entertainment for themillennial generation. This generation, ranging in age from 18 to 34 years old, is one of the main

target markets for advertising professionals. A medium that is being used to reach this audience

is YouTube by the placement of video advertisements. The placement of in-stream ads can vary.

They can be shown at the beginning of a video (pre-roll), during the video (mid-roll), or once the

video has finished (post-roll) (Interactive Advertising Bureau and PricewaterhouseCoopers,

2013). Mid-roll ads are ineffective when the ad is unrelated to the content presented in the video.

However, overall mid-roll ads are responsible for better brand recognition due to attention

spillover when compared to pre-roll and post-roll ads (Li & Lo, 2015).

Marketers should be intrigued in the effectiveness of the in-stream video ads because ofthe length of time they can hold a viewer's attention. This can in turn lead to making better online

advertising decisions, especially if they are aimed at the millennial generation. Television and

radio sometimes are treated as background noise which diminishes conscious information

processing. However, while people are on their computers the screen usually holds their

attention (Ha and McCann, 2008). Because computers are demanding of attention from the

consumer, sensory fatigue can take place while a consumer is watching the video (Nelson and


4/32


Meyvis, 2008). Due to this, the amount of attention viewers pay to the video will increase, reach

a peak, and then decrease throughout the video (similar findings to the research discussed

previously about television advertisements). This in turn implies that viewers are expected to be

more mentally engaged in the middle of the video rather than before or after.

Another aspect to in-stream advertisements is how it interrupts the viewing of a video.

Characteristics of interruption include frequency, duration, timing, context, and complexity. All

of these aspects can affect the response an individual has to the interruption created by the

in-stream video (Kirmeyer, 1988). Interruptions of videos can be seen as intrusiveness to many

consumers. Now that advertisements are being placed online they are starting to be perceived as

intrusive which results in negative consequences. This intrusiveness can lead a consumer to ad

avoidance, and possibly the use of an ad blocker (Bauer & Greyser 1968 Edwards et al. 2002).

The results from a study done by Ying and Korneliussen show that consumers perception on ad

intrusiveness can be narrowed by ad value, ad placement and ad execution (Ying &

Korneliussen, 2009).

Literature Review and Research Questions

Pre-roll, Mid-roll, and Post-roll

All these rolls (WhatIs, Netlingo) are video commercials about 10-30 seconds in length.

These videos are shown alongside an online video that a user has selected to watch. Therefore,

pre-roll is shown before an online video begins mid-roll is shown in between an online video,

usually as a commercial break and post-roll is shown after the online video ends. Studies have

suggested that viewers respond best to mid-roll (Finan, 2014), where viewers have chosen to beengaged with a video for a long period of time and will therefore sit through the mid-roll as they

wait for their chosen video to return.

Response

Based on the information collected from various verified publications (Kirmani and Yi,

1991), researchers have addressed certain preconceived notions about millennials and the

generations response to advertisements in media. Millennials are constantly engaging on media

platforms, and advertisers are capitalizing on the growing technological trend. More specifically,YouTube advertisements, or in-stream video ads, can effectively reach an audience if they are

placed correctly. Viewers take advertisement length and video interruption into account when

analyzing YouTube ads online. Past research has provided a sufficient view into the minds and

intentions of millennials in regards to media habits and advertising trends however, there are

still several research questions formulated around further understanding of millennials responses

to YouTube pre-roll, mid-roll and post-roll advertisements. Researchers wanted to uncover


5/32


millennials attitude towards YouTube advertisements. Consequently, the first research question

was developed below:

RQ1a: What are millennials attitude on YouTube advertisements?

In addition to a millennials attitude towards a YouTube advertisement, researchers can

expand their study to reveal whether or not millennials harbor a certain attitude towards the

featured brand therefore, a second research question was created:

RQ1b: Do YouTube advertisements affect millennials attitudes towards the brand or product

featured in the advertisements?

Finally, researchers intend to discover the YouTube advertisements effects on

millennials purchase intentions. This observation also accounts for the in-stream ad placement

throughout the video. Engagement with pre-roll, mid-roll or post-roll YouTube advertisements

may or may not affect the viewers purchase intentions or engagement beyond viewing the

advertisement. Considering this information, a third research question was formulated:

RQ1c: Do YouTube advertisements affect millennials purchase intentions?

It is possible millennials have ad blockers on their web browsers, they almost always skip

advertisements when given the option, or they ignore the ad entirely. We are hoping to recognize

how exactly viewers respond to seeing an advertisement interrupt their video content.

We wish to recognize which in-stream video advertising works and which does not, aswell as why a viewer sticks around to watch an advertisement. A specific research design will

help marketers better understand the millennial generations, and it will gather insights into how

advertisers should proceed with YouTube advertising.

Research Method

The research design included a form of qualitative and quantitative research. To begin, 13

in-depth interviews were conducted by the researchers. Each researcher (7) chose one male and

one female to interview about their YouTube usage and opinions on advertisements withinvideos. In-depth interviews are used as exploratory research. The results from the in-depth

interviews aimed to formulate the proceeding online survey. The survey was written to collect

descriptive research on the target sample of millennials aged 18-34 years old that used YouTube.

The survey led to intriguing results on those feelings on YouTube and advertisements placed

before, during and after the video.


6/32


Sample and Procedure

Survey

Based on the responses of the in-depth interviews and the research questions, an online

survey was written using various tools available on Qualtrics to collect quantitative data. Peers

within the researcher's network ( n = 150) participated in an online questionnaire study through

convenience sampling on Facebook. The link to a Qualtrics survey was shared on personal

profiles, in club and social groups, as well to university pages. They were asked to participate if

they were aged 18-34 years old and familiar with YouTube advertisements. The sample age

range was chosen to target millennials. Millennials are defined as a person born in the 1980s or

1990s, who would currently be within our 18-34 year old target sample. The final analysis was

based on 100 (70 females and 30 males) participants who answered the questionnaires without

any missing data and fit the target age group. The final age range was 18-32 with the mean age at

21.84 years old. The final sample removed outliers that consisted of incomplete responses and

those outside of the millennial age group. The sample was instructed to complete an online

survey through Qualtrics that asked ten various questions about their YouTube usage, their

feelings towards YouTube advertisements, brand recall and demographic information. Upon

completion, participants were thanked for their cooperation.

In-depth Interview

Qualitative research was conducted through an in-depth interview with a male and female

within each of the researchers (7) peer group. This was so that each gender was equallyrepresented in the sample and could provide varying responses. The in-depth interviews were

conducted in privacy and in a comfortable setting. Each interview varied in length depending on

the how insightful the conversation was. The interview guide included demographic information

and research goals in the introduction, and led into ten prepared questions. The questions asked

about the frequency in which the interviewee watched YouTube videos, where and when they

watched YouTube videos and what type of videos they typically watched. They were asked how

they found themselves on YouTube and if they had an ad block on their browser. Lastly, the

questions asked if they related advertisements with the YouTube videos they chose to watch, and

how that made them feel about the advertisement product and the video.

The in-depth interviews and survey questions are included in the appendix.

Survey Results

All results of the survey are in the appendix.


7/32


RQ1a: What are millennials attitudes on YouTube advertisements?

The quantitative survey administered through Qualtrics worked best to measure

millennials attitudes on YouTube advertisements. Out of ten survey questions asked, five of the

questions directly answered RQ1a. When asked how does the advertisement being featured on

the video make you feel? On a scale from 1-5, 1 being the most negative feeling and 5 being the

most positive feeling, 80% of millennials responded with a negative feeling towards

advertisements featured on videos and 19% saying that they were neutral to it.

With the majority having a negative attitude towards ads the researchers found it best to

ask about the use of adblock to dig deep as to why ads elicit a negative feeling to millennials.

Out of the sample of 100 millennials, 50% claimed that they use ad block on their browser. Of

those that use ad block we asked them to explain why they choose to use the ad block extension.

The most common explanation among participants were that ads are annoying, particularly

because they delay their gratification of wanting to watch their video. Participants also use ad

block to prevent encountering popups ads and would like to avoid getting a virus on their device.

As far as what aspect of an ad catches millennials attention the most effectively, humor

came in first with a mean score of 2.73 out of 5 points (see Table 1.1). Out-of-the-ordinary

content in ads came in second with a mean score of 2.2. These findings matched the results of

previous research mentioned in the introduction (Woltman Elpers, Mukherjee, and Hoyer, 2004).

Woltman et al. stated that surprise and humor in television ads generate the highest ratings.

According to present study, surprise and humor applies to YouTube ads as well.

Table 1.1: Elements of an ad that catches attention

Statistic Relevance

to video

Humor Out of the

ordinary

Celebrity Music Visuals Description/

Words

Min Value 1 1 1 1 1 1 1

Max Value 4 4 4 4 4 4 4

Mean 2.04 2.73 2.2 1.65 2.08 2.14 1.6

Variance 0.74 0.91 0.98 0.63 0.9 0.9 0.57

Standard

Deviation

0.86 0.95 0.99 0.8 0.95 0.95 0.75

Total

Responses

98 100 99 100 100 99 100


8/32


Researchers hypothesized that an ad relevant to the video would prove to be the most

effective. However, the results show that in relation to the seven elements of ads, relevance is

ranked 5th in being most effective. The least effective aspect of an ad is the words or

descriptions of the product. From these results, we can conclude that ads that elicit an emotional

response using humor or surprise are the most effective. Also, visuals were more effective than

words/descriptions.

Lastly for RQ1a, the survey was able to determine at which point in a YouTube video an

ad would be most displeasing. According to the findings, 77% of millennials find mid-rolls the

most displeasing. Previous research showed that mid-roll ads have the highest engagement level

(Finan, 2014). Although the present survey did not directly display this, it can be assumed that

because of the strong feeling/attitude towards mid-rolls, viewers are more likely to have seen the

ad, remembered the ad, and created a strong attitude towards it, thus showing engagement.

Further research must be done to test this.



The survey shows that 78% of millennials do not recall the brand or product as a result of

seeing a YouTube advertisement. However, about 20% of millennials do occasionally recall the

brand so this might be beneficial to some advertisers.

As far as millennials attitudes on the brand or product featured in the advertisements, the

research team could not directly test perception of various brands because of the nature of the

survey. However, from knowing that 80% of millennials have negative feelings towards

advertisements being featured on YouTube, the team infers that this might translate into theperception of the brand that is being featured. Further research must be done to make a

conclusion.


The survey asked participants if they have ever purchased something after seeing an ad

for it on YouTube. 13% of the millennial participants responded with a yes or maybe. Thus,

despite negative attitudes with YouTube ads, 13% of the time it can convert to a purchase

behavior.In terms of clicks, only 2% of the millennials within our sample have ever clicked on a

YouTube ad to find out more about a product or brand.

In-Depth Interview Results


9/32


The research team conducted qualitative research in the form of in-depth interviews.

Each member of them team interviewed two people, male and female, totaling 13 interviews. We

targeted respondents from ages 18-34 (millennials). The interviews conducted were 10 questions

that would pertain to the three research questions stated above.

RQ1a: What are millennials attitudes on YouTube advertisements?

Half of the respondents viewed YouTube advertisements as an annoyance. One

respondent claimed they want to pluck their eyes out when they see advertisements on

YouTube. However, the other half of the respondents interviewed looked at YouTube

advertisements as part of the experience and having no negative emotion towards the

advertisements. The respondents that had a negative attitude towards YouTube advertisements

claimed that the ads were an annoyance that makes them aggravated. Many stated that they just

want to watch the video. The respondents agreed that they do not like the ads, even despise them.

One respondent remembers YouTube not having any advertising and prefers it that way. One

thing to note about the respondents that had negative emotions towards the advertisements on

YouTube is that they all get annoyed with the advertisement, not necessarily the video itself.

The other half of the respondents that had no negative emotion towards the YouTube

advertisements view them as part of YouTube and not affecting them using YouTube. These

respondents know that advertisements are part of YouTube and do not let it bother their feelings

about YouTube or the experience. They realize that they are mainly there to watch a certain

video and they think that they can just skip the ad anyway to get to their video. Some of these

respondents even enjoy the advertisements and welcome them, especially the funny ads.



A majority of the respondents think positively of advertisements if they are relevant to

the video they are watching. 12 out of 13 respondents think that if advertisements match well

with the video they choose to watch, it is more appealing and less annoying than those that are

not. Most believe that the advertisements that are random and not relevant to the video they are

watching are less appealing and non-strategic. Most respondents think that it makes sense for

advertisements to post on videos relevant to them. Not having relevant advertisements to certainvideos seems illogical and lazy to respondents. Some respondents feel much more inclined to

like the advertisement or even click on the advertisement if the ads are relevant to the video. A

couple of female respondents remember times that they have seen Maybelline or Dove

advertisements linked to beauty videos and have had positive reactions. Some even think that

there is a possibility that the video is sponsored by the brand being shown in the advertisement.


10/32


The one respondent that did not agree with the majority does not like advertisements at

all, no matter if they are relevant or not. This respondent has negative emotions towards

advertisements altogether.


The overall consensus of the respondents was that YouTube advertisements did not affect

their purchase intentions. Many respondents feel as though that they are not on YouTube to buy

something, they are on there to watch a video. The advertisements have no affect on persuading

them to buy things because in their minds, they have one focus, to watch a certain video.

Because of this, respondents will wait the allotted time and skip the advertisement, if possible.

Respondents also expressed that they are brand loyal and already know what they are going to

buy. YouTube cannot do anything to persuade the brand loyal consumers to buy anything else

that respondents do not intend to buy.

Though the majority agreed that YouTube ads had no effect on their purchase intentions,

some respondents think differently. Three out of 13 of the respondents think that YouTube

advertisements do affect their purchase intentions. Respondents admit that if the advertisement is

something they are interested in, they would feel more inclined to go purchase that brand or

product. One even agrees that the advertisements help make friendly reminders of products they

may need, like deodorant or shampoo. Another respondent thinks that the advertisements on

YouTube have an affect on her subconscious. They claimed that the would associate seeing a

commercial on YouTube many times with brand recognition and make them feel good about

buying that brand or product. The last respondent that agrees that YouTube ads affect their

purchase intentions gave a personal example of video games. A commercial at the beginningrelates to a game that someone can buy in the app store. They are then introduced to a new

product and learn the brand name. Sometimes he or she would click on the ad in order to go and

buy the app from the app store right away.

One last thing to note about the respondents that think YouTube advertisements affect

their purchase intentions, they all three agree that the funnier the ad, the more obligated they felt

to buy that product or brand.

Discussion

The results of this research indicate that millennials have a neutral to negative view of

advertisements on YouTube videos and tend to ignore or skip them when possible. Our research

questions sought to explore the attitudes that millennials hold toward YouTube advertisements

and brands, as well as looking at purchase intentions of millennials after viewing these

advertisements. The preliminary research indicated that millennials are expected to respond more

positively to Internet advertising, and may change their purchasing behavior based on ads they


11/32


see. However, after conducting both qualitative and quantitative research we can now conclude

that although many millennials are being reached through YouTube advertisements, they are not

responding positively. Millennials are annoyed by YouTube advertisements interrupting their

leisurely video watching. Even when advertisements are directly related to the content of the

video, most people have a neutral reaction which indicates that the brand or product is not

sticking in the mind of the consumer and therefore not changing their purchasing behavior. The

quantitative survey that was filled out for this study is recognized to have the possibility of

reporting bias due to the fact that it was completely self-reported behavior.

Although the research did not fully match the expected outcome, much insight was

uncovered that was outside of the frame of the research questions. For instance, people are more

likely to pay attention to pre-roll ads which allow skipping after 5 seconds, just in case the story

within the advertisement is worth watching. It is important to understand the attitudes and

behaviors of millennials with regard to Internet advertising, given that this is the environment

where they spend the majority of their time and are exposed to advertising content.

Given that the topic of millennials attitudes toward YouTube advertisements has not been

explored in depth at this time, this study creates a solid foundation to further expand this

research. Having discovered more about the attitudes of millennials toward YouTube

advertisements based on research questions, further research can be conducted using hypothesis

testing. For instance it may be worth discovering the influence of a YouTube ad which matches

content to a video and measure how that affects purchase behavior directly. Extended

experiments and manipulation of variables can offer more insight to the perceptions and

influence of purchase behavior.

Appendix

Qualtrics Survey: Initial Report

Last Modified: 04/12/2016

Filter By: Report Subgroup

1. How often do you watch YouTube videos?

# Answer Response %

1 Never 1 1%

2 Rarely 12 12%


12/32


4 Occasionally 33 33%

5 Regularly 42 42%

6 Always 12 12%

Total 100 100%

Statistic Value

Min Value 1

Max Value 6

Mean 4.39

Variance 1.33

Standard Deviation 1.15

Total Responses 100

2. Do you have ad block on your browser

# Answer Response %

1 Yes 39 50%


13/32


2 No 36 46%

4 Probably not 3 4%

Total 78 100%

Statistic Value

Min Value 1

Max Value 4

Mean 1.58

Variance 0.48


Total Responses 78

3. Please explain why you have ad block.

Text Response

Because commercial are annoying

Ads are annoying

Don't like popups and ads slowing down my videos.

I dont like ads

To remove unwanted clutter on the site I'm viewing

bc ads suck

I hate getting Ads.

To block ads

To prevent pop ups


14/32


Ads are annoying

Ads are annoying & I want to avoid spam

So I don't see ads

I hate ads

Inappropriate ads

To avoid viruses or popups on more sketchy sites

When watching hours of content i dont like to be interrupted by an ad for viagra. I dont get much time to

watch so i try to be as efficient as ppssible

I watch videos on putlocker and other ad-filled websites. Don't want to get a virus.

Ads are annoying (duh) and there are too many

To avoid wasting time

Because ads are annoying

Ads delay video watching. Instant gratification needed.

They're annoying and I'm anti-capitalist.

Annoyance/too often

Two minute ad for a five minute video is too much.

I don't like the ads. They get annoying

I don't like pop ups

Ads are annoying

Less distractions and saves time when going to sites.

I don't like ads

I was getting annoyed by all of the banner ads on different websites

because i already pay for internet, and i refuse to let my time and money bay for bandwidth of which it

forces me to watch, be advertised to, and waste my time.... back in the day i never had to, and i still dont

have to, and i never will have to, because i will always find a way to beat the system.... no one tells me how

to spend my time other than me

Ads are distracting and I watch videos on sites with lots of pop-ups.


15/32


Automatic

Cause i dont want ads

I use youtube to watch videos, not ads

Ads are annoying

Pop-ups

Statistic Value

Total Responses 37

4. What type of videos do you mostly watch on YouTube (pick all that may apply)?

# Answer Response %

1 Automotive 4 4%

2 Comedy 76 76%

3 Education 32 32%

4 Film &

Animation

22 22%

5 Gaming 17 17%


16/32


17/32


Other

Conspiracies

FOOD

Commercials

Animals

Cats

Animal videos

Design, health and hygiene

Statistic Value

Min Value 1

Max Value 15

Total Responses 100

5. At what point in a video would an ad displease you the most?

# Answer Response %

1 Beginning 21 21%

2 Middle 77 77%

3 End 2 2%


18/32


Total 100 100%

Statistic Value

Min Value 1

Max Value 3

Mean 1.81

Variance 0.20


Total Responses 100

6. How does the advertisement being featured on the video make you feel?

# Answer Response %

1 1 31 34%

2 2 41 46%

3 3 17 19%

4 4 1 1%


19/32


5 5 0 0%

Total 90 100%

Statistic Value

Min Value 1

Max Value 4

Mean 1.87

Variance 0.57


Total Responses 90

7. How often do you recall a brand or product because of a youtube advertisement?

# Answer Response %

1 Never 36 36%

3 Rarely 42 42%

4 Occasionally 19 19%

5 Regularly 2 2%


20/32


6 Always 1 1%

Total 100 100%

Statistic Value

Min Value 1

Max Value 6

Mean 2.54

Variance 1.60


Total Responses 100

8. How often do you click on the YouTube advertisement?

# Answer Response %

1 Never 77 77%

2 Rarely 21 21%

3 Occasionally 2 2%


21/32


4 Regularly 0 0%

5 Always 0 0%

Total 100 100%

Statistic Value

Min Value 1

Max Value 3

Mean 1.25

Variance 0.23


Total Responses 100

9. What aspect of an ad catches your attention the most effectively?

# Question Not very

effective

Somewhat

effective

Moderately

effective

Very

effective

Total

Responses

Mean

1 Relevance to

video

29 41 23 5 98 2.04

2 Humorous 11 29 36 24 100 2.73

3 Out of the

ordinary

29 32 27 11 99 2.20

4 Celebrities 53 31 14 2 100 1.65

5 Music 32 37 22 9 100 2.08

6 Visuals 29 36 25 9 99 2.14

7 Description/Words 53 37 7 3 100 1.60


22/32


Statistic Relevance

to video

Humorous Out of

the

ordinary

Celebrities Music Visuals Description/Words

Min

Value

1 1 1 1 1 1 1

Max

Value

4 4 4 4 4 4 4

Mean 2.04 2.73 2.20 1.65 2.08 2.14 1.60

Variance 0.74 0.91 0.98 0.63 0.90 0.90 0.57

Standard

Deviation

0.86 0.95 0.99 0.80 0.95 0.95 0.75

TotalResponse

s

98 100 99 100 100 99 100

10. Have you ever purchased something after seeing an ad for it on YouTube?

# Answer Response %

1 Definitely yes 0 0%

2 Probably yes 4 4%

3 Might or might

not

9 9%

4 Probably not 26 26%


23/32


5 Definitely not 61 61%

Total 100 100%

Statistic Value

Min Value 2

Max Value 5

Mean 4.44

Variance 0.67


Total Responses 100

11. Age

Text Response

21

18

23

22

21

22

29

20

21

21

20

21


24/32


23

19

19

21

26

21

21

20

21

20

21

21

20

30

19

19

20

22

20

21

26

21

24

22

30

25


25/32


21

20

22

21

21

26

19

21

26

20

19

22

20

18

21

20

21

22

22

20

32

21

21

27

21

23


26/32


23

20

32

22

22

23

22

21

20

20

23

20

32

20

21

21

26

20

21

24

21

23

20

22

23

21


27/32


20

20

23

21

20

20

20

19

20

20

Statistic Value

Total Responses 100

12. Gender

# Answer Response %

1 Male 28 28%

2 Female 70 70%

3 Other 2 2%

Total 100 100%


28/32


Other

Attack Helicopter

male, wtf is other??? remove this stupid label and please stop supporting this bullshit concept of multiplesexes other than male and female

Statistic Value

Min Value 1

Max Value 3

Mean 1.74

Variance 0.23


Total Responses 100

13. Ethnicity

# Answer Response %

1 Caucasian 68 68%

2 Black or

African

American

5 5%

3 Hispanic 19 19%

4 American

Indian or

Alaska Native

0 0%


29/32


5 Asian 2 2%

6 Native

Hawaiian or

Pacific

Islander

1 1%

7 Other 5 5%

Total 100 100%

Other

Mixed

Biracial

Mixed

Biracial

Statistic Value

Min Value 1

Max Value 7

Mean 1.86

Variance 2.47


Total Responses 100

In-Depth Interview Questions


30/32


Name

Age

School Year

Gender

Ethnicity

1. How often do you watch YouTube videos?

2. In what settings do you watch YouTube?

3. What type of videos do you watch? (Music videos, TV show segments, funny clips, viral

videos, sports highlight reels)

4. How do you usually find yourself on youtube? (i.e. Through links on other social media

sites straight to youtube.com etc.)

5. Do you have an ad block on your browser?

6. Which type of videos do you see the most advertisements?

7. Have you ever clicked on a YouTube advertisement?

8. How does the advertisement being featured on the video make you feel about the video?

9. Does the advertisement content relevant to the video content affect how you feel about it?

10. Do you feel that these advertisements influence your purchasing behavior?

References

Bauer, R.A. & Greyser, S.A. (1968) Advertising in America: The Consumer View. Boston, MA:

Harvard University.

Botterill, J., Bredin, M., & Dun, T. (2015). Millennials' media use: It is a matter of time.

Canadian Journal of Communication, 40(3), 537.

Burton, J. L., McAlister, L., & Hoyer, W. D. (n.d.). Journal of Advertising Research -

mccombs.utexas.edu. Retrieved April 13, 2016,


31/32


http://www.mccombs.utexas.edu/Research/~/media//Files/MSB/Research/Publications/20

15Q2/How Do Consumers

Edwards, S.M., Li, H. & Lee, J.-H. (2002) Forced exposure and psychological reactance:

antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of

Advertising, 31(3), pp. 83-95.

Finan, C., (2014). Pre, Mid, or Post-Roll Video Advertising? Which is Right for You? Local

Solutions. Retrieved April 13, 2016 from

http://blog.cmglocalsolutions.com/pre-mid-or-post-roll-video-advertising-which-is-right-f

or-you

Ha, Louisa, and Kim McCann (2008), An Integrated Model of Advertising Clutter in Offline

and Online Media, International Journal of Advertising, 27 (4), 56992.

Interactive Advertising Bureau (2008), IAB Digital Video Ad Effectiveness Case Study,

http://www.iab.net/dv_effectiveness and PricewaterhouseCoopers (2013), 2012 Internet

Advertising Revenue Full-Year Report, April,

http://www.iab.net/media/file/IABInternet

AdvertisingRevenueReportFY2012POSTED.pdf/

Kirmani, A., Yi, Y. (1991) ,"The Effects of Advertising Context on Consumer Responses", in N

- Advances in Consumer Research Volume 18, eds. Rebecca H. Holman and Michael R.

Solomon, Provo, UT : Association for Consumer Research, Pages: 414-416. RetrievedApril 13, 2016 from http://acrwebsite.org/volumes/7194/volumes/v18/NA-18

Li, Hao and Lo, Hui-Yi. (2013). Do You Recognize Its Brand? The Effectiveness of Online

In-Stream Video Advertisements.Retrieved April 14, 2016, from Journal of Advertising.

2015, Vol. 44 Issue 3, p208-218. 11p.

Nelson, Leif D., and Tom Meyvis (2008), Interrupted Consumption: Disrupting Adaptation to

Hedonic Experiences, Journal of Marketing Research, 45 (6), 65464.

Pompper, D., & Yih-Farn, C. (2008). Advertising in the Age of TiVo: Targeting Teens and

Young

Adults With Film and Television Product Placements.Atlantic Journal Of

Communication, 16(1), 49-69.

Prakash, S. (2012). A STUDY ON THE EFFECTIVENESS OF ADVERTISING THROUGH
http://acrwebsite.org/volumes/7194/volumes/v18/NA-18http://blog.cmglocalsolutions.com/pre-mid-or-post-roll-video-advertising-which-is-right-for-youhttp://blog.cmglocalsolutions.com/pre-mid-or-post-roll-video-advertising-which-is-right-for-you


32/32


TV CHANNELS.International Journal of Applied Services Marketing Perspectives,

1 (2), 101-106. Retrieved from

http://search.proquest.com/docview/1648622583?accountid=10920

Pre-roll definition - WhatIs.com. (n.d.) Retrieved April 13, 2016 from

http://whatis.techtarget.com/definition/pre-roll-ad

Pre-roll - netlingo.com (n.d.) Retrieved April 13, 2016 from

http://www.netlingo.com/word/pre-roll.php

Tanyel, F., Stuart, E. W., & Griffin, J. (2013). Have Millennials Embraced Digital Advertising

as They Have Embraced Digital Media? Journal of Promotion Management, 19(5),

652-673. doi:10.1080/10496491.2013.829161

Topic: U.S. Millennials: Media & Marketing. (n.d.). Retrieved April 12, 2016, from

http://www.statista.com/topics/2367/us-millennials-media-and-marketing/

What Types of Video Content Do Millennials Watch? - eMarketer. (n.d.). Retrieved April 12,

2016, from

http://www.emarketer.com/Article/What-Types-of-Video-Content-Do-Millennials-Watch

/1013435

Ying, and Korneliussen. (2009). The effect of ad value, ad placement and ad execution on theperceived intrusiveness of web advertisements. Retrieved April 14, 2016, from

International Journal of Advertising. 2009, Vol. 28 Issue 4, p623-638. 16p. 2 Charts.
http://www.netlingo.com/word/pre-roll.phphttp://whatis.techtarget.com/definition/pre-roll-adhttp://search.proquest.com/docview/1648622583?accountid=10920http://search.proquest.com/docview/1648622583?accountid=10920

Documents

Ad Research by the Bingers